1. ELMO
Electromobility
program for
Estonia
Overview
Jarmo Tuisk
Head of the program

2. About Estonia, the innovation backgroud, passanger cars etc.
BACKGROUND

3. ESTONIA
Member of EU
2004
Estonia
Member of NATO
2004
Member of OECD
2010
Member of EURO
2011
1,3M inhabitants, largest city. Tallinn 0,4M inhabitants
GDP per capita $19,375 (PPP), GDP total $25,7B

4. Estonian way to smart society
Electromobility
Re-independence agenda introduced
Electronic voting in MoEaC
Program
“Tiger leap” : X-Road: XML-based Electromobility
heavy investment backbone for government Program
to ICT infrastructure apps and databases
European
PCs to every school
Estonian- IT agency
E-goverment Finnish grids
Digital signature connected NATO Cyber
Act etc. ID-card Energy Technology Defence
program Centre
M-Parking
1998-
1992 1997 2001 2003 2005 2007 2009 2011
2000

5. ELMO
The future of electromobility is here in Estonia
Advanced
charging
infrastructure
Competence
EV Grants
centers
Demo &
Car sharing Awareness
raising

6. Unique large scale EV infrastructure project in Europe
CHARGING INFRASTRUCTURE

7. More than 160 quick chargers
60 QCs installed by 25th Oct
With rate 35QCs per month
Good to know: In April 2012
there was 229 CHAdeMO
chargers in Europe.
Detailed map: www.elmo.ee

8. Project scope
Guidelines Elect. projects
Tech. Spec. Building permits Planning, design, projects
Locations map Application for connections
Negotations Agreements Locations, connections
Procurement Building of QCs Installation
Winner: ABB Chargers
Winner: G4S, Now Training Launch
Development
Service and IT
Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013

9. Operating model
Private operator, selected by KredEx for 5 years
Services
Charger
Business Customer Security Asset
control and
services support services management
maintenance
KredEx selected private operator to run the charging network for 5 years.
Operator will receive a service fee for the operation. No profit from energy sales during initial 5 years.
Owned by KredEx
Assets
Network High power
Quick Locations for Intellectual
management grid
chargers chargers property
system connections

10. Business structure
Owner and KredEx
manager
Main outsourcing ABB Estonia
partner
ABB G4S Now!
Partners Netherlands
(CRM services) (IT platform)
(quick chargers)

11. DC/AC fast charger
• CHAdeMO
• Optional AC 22kW
• Manufacturer: ABB
• Authentication:
– RFID
– SMS, voice
– Mobile app

12. Software platform
• Mobile app by
Now!
• Galaxy charger
control and
management by
ABB
• Customer
support by G4S
Self-service CRM+business
customer portal logic solution

13. Service
Service provider Customer offers (indicative)
• 24/7 customer support • Business customers
• Sales and billing – Monthly fee (24,9EUR)
– Pay per charge (1,9EUR)
• Customer relations
management • Private customers
– Monthly fee (14,9EUR)
– Pay per charge (2,59EUR)
• Unlimited
– Monthly fee (44,90EUR)
– Includes 250kWh per month
– After that 1,9EUR/charge

14. How to bring the EVs to the market?
EV GRANTS

15. Electric vehicle grants
-50%
from upfront price for full-EV
Max 18 000 EUR per car,
+ 1000EUR for home charger

16. Plugin-hybrid grants
• Since November
2012
• From 7%-30%
grant from upfront
price 35%
Grant rates 30% PHEVs
for
• Depends on 25%
20%
battery capacity 15%
10%
Private
Commercial
5%
0%

17. Applications
35
30
25
20
15
10
5
0
Applications Väljamakstud ja menetluses

18. Applications (mid-oct)
General statistics Car models
Total applications 94 Citroen C-Zero 2
– Approved 76 Micro-vett (Fiat Fiorino EV) 19
– Rejected 2 Mitsubishi iMiev 8
– Withdrawn 16 Nissan Leaf 42
Peugeot iOn 4

19. How to disseminate EV-related information to wider audience
DEMONSTRATION AND
AWARENESS RAISING

20. Demonstration fleet
507 x
FOR SOCIAL WORKERS
AROUND ESTONIA

21. 507 iMievs to social workers
• Estonian government bought 507 Mitsubishi iMievs
• The purchase is financed by sellinc AAU (carbon
credits) to Mitsubishi Corporation
• The cars will remain in the ownership of the Ministry of
Social Affairs of Estonia, but they are handed over to
local municipalities all around Estonia
• The cars are distributed for free
• Social workers: public administrators responsible for
providing public social services
• The cars will be equipped with GPS/GPRS enabled data
loggers for future R&D of usage of electric cars

22. Mitsubishi iMievs in action
Photos: Bianca Mikovitš, Maaleht

23. Marketing plan 2012
• ELMO brand and visual identity
• Outdoor
• TV commercials
• Social media
• Online advertising
• EV tour

24. Outdoor advertising

25. Facebook

26. EV tour
• 4 cities: Tallinn, Tartu, Pärnu, Rakvere
• Daily events and demodrives with the EVs

27. TV

28. Drive the EV without owning one
CAR SHARING

29. Strategy
Goals Scope
• Increase the usage of the • Limited pilot car sharing
EVs programme
• Help to overcome the main • ca 30 EVs in Tallinn and
market barriers: Tartu
– uncertainty towards the EV • 48 months with option to
technology prolong it for 24 months
– price of the car
• Full car sharing model
– Residual value of the car

30. The starting point
Strengths Weaknesses
• ELMO program has wide • Car sharing is a new service
audience (brand awareness) concept for Estonians
• The synergy with the quick • The range of the EV is
charging infrastructure limited – customers are not
• Experience with the set up familiar with that
of the quick charging
infrastructure

31. Cars
Mitsubishi iMiev Nissan Leaf
Car models were selected through public procurement process. On of the criteria
were CHAdeMO quick charging compatibility. The procurement process is still
underway.

32. Rental model
Hotspots: DC quick chargers + parking areas
Self-service
Cardless system
everything over the
mobile phone
Pick-up & Drop-off in
hotspots
Rental sessions added
to your monthly bill
Charging is free
Ca 6-8EUR per hour

33. Business structure
Service
KredEx management Fleet manager
partner
Service owner CRM
Car servicing
Assets’ owner Billing
Financer Customer support
Telematics solution
Business logic IT
Marketing
solution
Service management partner and fleet manager will be selected
through public procurement process during November 2012

34. Implementation
General plan Service design
Car design
Planning, design
Fleet manager spec IT-developement Pilot Launch
Service Hotspots
manager
spec Insurance Marketing
Procurements Service development
Specifi-
cation Contract
Procurement Delivery
Cars
August September October November December January February March
June 2011 July 2011 April 2013 Q1 2013
2011 2012 2012 2012 2012 2013 2013 2013

35. Build the future for the EVs
DEMOCENTERS AND R&D
ACTIVITIES

36. Democenters - what they are?
• 2 centers to promote EV technology and
ELMO program
• Real-life EV simulator
• Chargers
• Technology displays
• Background information

37. Preview

38. R&D activities
• R&D partner: Tallinn University of
Technology (TUT)
• R&D activities in E-mobility field
– Data mining from iMiev demofleet (GPS-
data, CAN-data) and predictive analytics
(together with Mitsubishi Motors
Corporation)
– Analysis of emerging business models
around EVs, EV chargers, revenue
management and smart grids.
– Car and driver interaction –monitoring of
driver’s health parameters and sudden
changes in driver’s health conditions (based
on different organs e.g. heart and lungs)
and driving capabilities using impedance
technology. Monitoring driver’s fatigue
using visual registration of driver’s face;
– Monitoring of the “health” of electric
batteries –online monitoring of the
recharging capabilities of the batteries.
Battery lifecycle monitoring. Life Mr. Ryuichi Hasuo from Mitsubishi Motors
expectancy estimation of the battery; Corporation in TUT

39. How have ELMO impacted Estonian market?
IMPACTS

40. The EV country
18000
16000
14000
12000
10000
8000
Penetration of EV’s 6000
4000
000% 2000
0
000%
000%
000%
000%
Total number of EV’s
000%
000%

41. Unique in world
• High concentration of EV’s and QCs
• Large demofleet
• Unique datasets (EV usage, QC impacts)
• High EV awareness
• Innovative country with strong IT infrastructure
• Unique test-ground for innovative solutions
(brand neutral)
• High ranking in ease-of-doing business
• Transparent and pro-active government

42. www.estonia.eu
Questions and answers
THANK YOU!
JARMO.TUISK@KREDEX.EE